Battleground Home – Why The At-Home Consumer Will Be Key For Brands After COVID
The battle for the at-home consumer is likely to be one of the core focus areas for brands as the COVID-19 pandemic subsides, in a reversal of many years of out-of-home growth, new research from Accenture claims.
According to the research, which surveyed more than 22,000 consumers in 19 countries around the world, 66% of people plan to do 'most of their socialising' at home in the short- to medium-term, while 22% say they are cooking more from scratch now, compared to before the pandemic.
A quarter say that they have increased their share of shopping on smaller, local brands, compared to before the pandemic.
Elsewhere, some 53% of respondents say that they want to continue to learn new skills – such as cooking – at least once a week date the pandemic subsides, while 18% say that they plan to continue to purchase meal kits from restaurants at least one a week.
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